The North Face reward the adventurous with the Pinnacle Project


Pop-up shops and stands are an effective way to build brand love and awareness.

They are normally found in easily accessible locations with a high footfall such as busy high streets, shopping malls or even in store carparks.

But not the Pinnacle Project by The North Face. The outdoor clothing and equipment brand went against convention and set up a pop-up shop in the heart of the Dolomites, 2100m above sea-level.

Celebrating the brand’s 50-year legacy, the idea is based on the true spirit of The North Face, pushing the boundaries of exploration and commitment to the brand.

Pinnacle Project 1

The dizzyingly-high shop is only accessible by foot and takes approximately two hours for experienced hikers. To make the journey worth it, The North Face have offered up some exciting one-off items for sale.

Those who complete the challenge and reach the unique shop can get their hands on one of eight refurbished collectors’ items worn by North Face athletes at the pinnacle adventure of their career. Each item also comes with a hand-written personal message from the athlete who owned the item to inspire the new owner to never stop exploring.

The highly sought-after items include jackets and bags used by big wall climbing specialist Alex Honnold, mountaineers Conrad Anker and Simone Moro, multi-discipline climber, Caroline Ciavaldini, and snowboarding freerider, Xavier de le Rue.

Pinnacle Project 4

Extending the reach of the project, the opportunity to have such a special piece of The North Face wasn’t limited to those who were able to make the expedition. There was an online auction too, which generated an even greater buzz amongst the outdoor community with some pieces selling for over £600.

The auction website provided more information on the project, as well as the athletes’ stories and a promise from The North Face that all proceeds were going back to the mountains.

Naturally, being a pop up, the shop closed its doors a little over a week after opening, but The North Face has promised to roll out the campaign in Berlin, with a count-down timer to drum up anticipation on a dedicated Pinnacle Project page on the website.

The online auction boosted the campaign’s reach, which would otherwise have been fairly limited due to the record-breaking height and obscure location of the pop up. Of course, being in such a beautiful location, those who reached the shop were eager to share their achievement and photos on social media using #PinnacleProject.

This isn’t the first time we have seen a unique take on a pop-up shop from a brand. Bic used the concept to create a creative space for their customers and One Love Foundation created a Valentine’s Day pop up to raise awareness of abusive relationships.

Ready to crush your next campaign? Start by giving us a shout here. 

Author bio


With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.